1. Developing a 360°
Digital Strategy
@HamzaK

2. About Me

3. Inconvenient
Truths

4. It is no longer acceptable
for a brand to wait for
the audience to visit

5. Brands must actively
communicate to
prosper

6. Positive
engagement
snowballs,
arrogance
creates
stagnancy

7. Lazy marketing…
…Ain’t nobody got
time for that!

8. What is strategy?

9. Strategy is a plan for obtaining a
goal based on the information at
hand

10. Goals need to be S.M.A.R.T.

11. Specific
S Measurable
M Actionable
A Realistic
R Timely
T

12. Strategy is a plan for obtaining a
goal based on the information at
hand

13. Information at hand are the pieces
of information related to the goal
that help inform the strategy

14. Information is gained by
Failing
Analyzing
Data
Participating
Observing
Taking
Courses
Reading
Interviewing
Doing

15. For Example…

16. Sample Strategy
Goal
Get 100 alumni to
buy tickets for the
charity dinner at the
end of the month.
Insight
Alumni association is
hosting a networking
event next week and
also has access to
1000+ members
across social media.
Strategy
Sponsor alumni
networking event and
include regular
messaging via social
media as part of deal.

17. Four Core Stages to Building And
Running A Digital Strategy
Planning
CreationActualisation
Evaluation

18. Planning
Audience
(broken down
into key
sgements)
Initial aims and
expected
returns
Brand
background,
present
positioning and
perception
Audience
locations and
value of each
audience
segment against
initial aims

19. Creation
Planning campaign
elements based
upon previous
analysis
Creating key
performance
indicators per
channel and
estimating
expected return
per channel
Design and build
of campaign
elements /
channels
Planning and
establishing
actualisation
routes,
communication
flows and
expectations

20. Actualisation
Building the
engagement
timeline
Engagement w/
audience through
the engagement
loop
Sampling
progress through
a campaign and
optimising the
campaign
message
Recording
information
through each
campaign step
for evaluation

21. Evaluation
Evaluating KPIs
and
achievements
Reviewing
engagement
and unexpected
longer term
benefits
Taking lessons
on board to
build stronger
future
campaigns
Scoring the
strategy and the
benefits it has
given

22. Digital strategy means something
that will change my bottom line in
3-6 months.
Shiv Singh, PepsiCo

23. This is Social Media

24. Content Calendar

25. Cloud Computing

26. Project Management Suite

27. Inventory

28. Playbook

29. Channel Mix

30. Social Policy

31. Stay Abreast of Industry Trends

32. Measuring Social Media
REACH
• Visits/Views
• Followers/Fans
ENGAGEMENT
• Likes/Retweets
• Comments
ACTION
• Downloads
• Sign-Ups

33. Review
• No excuse for not developing digital strategy
• Strategy: A plan for obtaining a goal based on
the information at hand
• 4 core stages to building strategy: 1) Evaluation
2) Planning 3) Actualisation 4) Creation
• Digital strategy essentials: Content calendar,
cloud computing, project management suite,
inventory, playbook, channel mix, social policy,
education

34. Next Steps

35. 1) Build An Ark

36. 2) Listen & Compare

37. 3) What’s The Point

38. 4) Select Success Metrics

39. 5) Analyze Your Audiences

40. 6) How Will You Be Human?

41. 7) What’s Your One Thing?

42. 8) Create A Channel Plan

43. Some
Trends

44. Mobile
Usage
Increases

45. Big Data Becomes Easier To Manage

46. Social Media Personalizes Your Feeds

47. Personalization
Becomes A Marketing Priority

48. Google+ Also Becomes A Priority

49. Can’t Ignore International And Niche
Networks

50. Visual Marketing Grows

51. Real Time Marketing
Over Campaigns

52. Marketers Consolidate Their Mix

53. Show Me
The ROI

54. Content Marketing
Remains The Focus

55. Look Out For Google Glass

56. Simple
Immediate
Social
Integrated
Personalized

57. Review
• Next steps: 1) Build an ark 2) Listen &
compare 3) What’s the point 4) Measure
success metrics 5) Analyze your audiences 6)
How will you be human? 7) What’s your one
thing 8) Create a channel plan
• Future of digital: Simple, immediate, social,
integrated, personalized

58. In conclusion, when it comes to
digital strategy, employ the
boldness and improvisation of
Gandalf. But temper that with the
meticulousness and caution of…

59. Thank You!
@HamzaK